2. Table of Contents
Foreword
Rand Fishkin
Wizard of Moz
@randfish
Page 2
Introduction
Foreword by:
Page 3
Written by:
Rebecca Churt
SEO Myths: 2014
Page 4
Conclusion
SEO Marketing Manager,
HubSpot
@RChurt
Page 21
Designed by:
Resources
1
Page 22
Erik Devaney
Content Strategist,
HubSpot
@BardOfBoston
3. FOREWORD
Over the last decade of SEO, we've seen remarkable change in how searchers perform
queries and interact with results; in how engines crawl, index, and rank pages; and in how
marketers effectively influence the engines to send them traffic. But, in spite of these
monumental shifts, a shocking amount of misinformation about the practice of SEO
persists. That's why I'm so glad to see HubSpot's Rebecca Churt addressing many of the
myths that continue to bog down both aspiring and long-time practitioners.
It's possible that you've been contacted by SEO firms or SEO practitioners in the past who
weren't fully above-board or that you've read articles in the blogosphere or the
mainstream media (the latter is no less guilty than the former of spreading misinformation)
that instilled some of these myths Rebecca will tackle as truths. But, after reviewing her
work, I'm as confident as she is that what's presented here are wrongheaded ways of
thinking that can damage your marketing efforts on the web alongside some solid advice
in how to avoid it.
Please enjoy and apply, and best of luck in all your SEO efforts!
Rand Fishkin
Wizard of Moz
2
4. INTRODUCTION
To say SEO has “changed a lot” would be the understatement of
the decade. Just take a look at how Google’s Panda and
Penguin algorithm updates shook the world of SEO
professionals -- marketers and SEO agencies worldwide halted
their link-building and keyword-obsessed ways and swapped
them for a long overdue focus on quality content.
But does that mean an SEO’s job is just to pump out high-quality,
keyword-optimized content? Far from it. In fact, SEO has
changed so much in the past several years that many marketers
aren’t sure what’s outdated, what’s important, what will actually
move the needle, and what’s simply wasted effort.
This guide is going to point out all of the most common myths
and assumptions about how SEO works and debunk them for
you, so you’re not wasting a single moment on things that simply
don’t matter for SEO in 2014. Let’s get started.
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Myth #1
I must submit my site to Google.
The idea that you need to submit your website to Google in
order to appear in search results (or rank) is nonsense.
While a brand new site can submit its URL to Google directly, a
search engine like Google can still find your site without you
submitting it.
Not only do you not need to submit
your site to Google, but you should
really pay more attention to what you
want to block from Google's crawlers
via your robots.txt file. Certain
directories and pages, such as internal
search results, should usually be kept
out of Google's search index so that
your real content takes the lead.
And remember, a submission does not guarantee anything.
Crawlers will find your site and index it in due time, so don’t
worry about this idea of needing to “tell” Google about your site.
Jeff Ferguson
CEO,
Fang Digital Marketing
@FangDigital
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Myth #2
SEO is all about ranking.
While there’s a strong correlation between search results
placement and clickthrough rates, ranking is not the supreme
end goal that it used to be.
Studies of clickthrough rates and user behavior have shown that
searchers favor the top search results -- particularly the topthree listings. However, it’s also been shown that on subsequent
pages, being listed toward the top of the page shows similar
click behavior. And with search results now being appended
with rich text/snippets and author tags, results that appear below
the top-three search results are getting much higher
clickthrough rates.
Even before all of that was applied, rankings did not guarantee
success. Theoretically, you could rank quite well for a term, get
tons of traffic, and not make a dime from it. Is that what you really
want? I don’t think so.
5
Ranking for what? I'm sure we all
remember those "Guaranteed to get
you to #1 on Google!" ads. But they
never said what for. Rather than
obsessing about ranking, be useful -then your readers will bring about
more consumers because they'll share
your stuff.
Alisa Meredith
Co-Owner,
Scalable Social Media
@alisammeredith
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Myth #3
SEO is something I can hand off to IT.
There seems to be a perception that SEO requires some
technical expertise, and since it is technical, IT can just do the
work. While there is a technical component to SEO, it requires
way more than just technical chops, so I’d think long and hard
before handing an entire project to IT or a web designer.
Though you may need some of those individuals to assist you
during the course of optimizing your website, it’s far from ideal to
just give SEO duties to IT and expect best practices to be
adhered to.
While many IT professionals are adept in many technical areas -for instance, making sure your website is crawlable and setting
up redirects and XML sitemap files -- just remember that many
IT personnel also work on things like setting up printers, which is
… well ... a different skill set than what’s needed to effectively run
an SEO strategy.
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SEO is one of those acronyms that
sounds like a flavor of rocket fuel -something that belongs in the hands of
technoids with html street cred. With
every new iteration of Google
algorithms though, we are learning
that SEO should really stand for being
Simply Excellent Online. In other
words, create remarkable content first,
THEN work with the IT folks to make
sure that what reads well also scores
well technically.
Paul Furiga
President & CEO,
WorldWrite Communications
@paulfuriga
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Myth #4
More links are better than more content.
This is something that often comes along with the question,
“Which should I invest in, link building or content generation?”
Links are an important part of your website’s authority (even with
the changing link landscape). However, if you have budget to
invest in your website, I would say, “Hire someone to write for
you.”
Too often, when businesses hire someone to do link building,
they focus on the quantity of links rather than their quality -- but
linking is not a numbers game anymore (far from it, actually). You
should focus on having relevant and diverse sources that link to
relevant pages.
When you invest in content, that content can be used for
webpages, blog posts, lead generation offers, and guest posts
on other sites -- all content types that will bring more links with
them over time.
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With the release of the Panda,
Penguin, and Hummingbird algorithm
updates, Google has done everything
but slap us in the face to wake us up
to the fact that SEOs can no longer
game the system. While link-building
done correctly is still valuable, creating
extraordinary content has become
non-negotiable.
Ron Medlin
CMO,
98toGo
@ronmedlin
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Myth #5
Meta descriptions have a huge impact on
search rankings.
Meta descriptions are HTML attributes that concisely explain the
contents of webpages. You’ve seen them before on Google’s
search engine results pages (SERPs), where they’re commonly
used as preview snippets. So, it’d make sense that Google’s
algorithm would take these meta descriptions into account when
determining search rankings … right? Well, not so much.
Google announced back in 2009 that meta descriptions (and
meta keywords) have no bearing on search rankings. That’s not
to say, however, that these descriptions aren’t important for
SEO. On the contrary: Meta descriptions present a major
opportunity to separate yourself from the riff-raff and convince
searchers that your page is worth navigating to.
Having a relevant, compelling meta description can be the
difference between a searcher who clicks through to your page
and one who clicks elsewhere.
8
It's true, meta descriptions do not affect
the placement your site has in search
results. However, meta descriptions are
still extremely important for engaging
the user to click through to your page. I
would recommend trying to use your
targeted keyword once, not because it
will help with ranking, but because it
appears as bold if it matches a person’s
search. Try adding a mini call-to-action
into your description too.
Luke Summerfield
Director of Inbound Marketing,
Savvy Panda
@SavvyPanda
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Myth #6
Social media and SEO aren’t related at all.
The intersection of SEO and social media is referred to as
“social search.” Social search is very much a real thing -- an
increasingly formal relationship between search and social has
been evolving for years, and Google is working hard to prove
this with Google+ and Author profiles.
In social search, content is prioritized if it’s connected to you in
some way -- this could be through a Facebook friend, Twitter
follower, or connection on any other major social network.
Alternatively, some forms of social search prioritize content that
has been shared by social media influencers, even if those
experts aren’t directly tied to you.
The lesson, folks, is to make sure you have a social media
strategy and to think of it as part of your search optimization
efforts -- the two should not be working as silos.
9
Customer Corner
While Google Authorship doesn’t directly
increase your rank on search, it does
make your search results stand out and
can improve clickthrough rates by
upwards of 150% in some cases. If you’re
using the HubSpot COS Blog, this
functionality is built right in. On HubSpot,
each blogger gets their own profile and
can attach a Google+ account to it so that
content you create is linked to your
image. Click here for a 30-second
tutorial on setting up Google Authorship.
Not a HubSpot customer?
Click here to see how SEO
is built right into our blog.
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Myth #7
On-page SEO is all I need to rank.
Putting keywords on a page isn’t a magic bullet. Even with
flawless on-page SEO, you’ve only tackled one part of the entire
SEO equation.
Your SEO efforts should be a holistic composite that focuses on
quality throughout on-page optimization, off-page optimization,
user experience, and conversions.
Years ago we felt the same way. But
we've wizened up and we now know
that the most effective SEO strategies
involve on-site and off-site components.
Today, we combine our on-site efforts
with a solid social distribution strategy,
influencer marketing strategy and more!
So, be prepared to do more than just on-page SEO!
Matthew Bivens
Lead Strategist &
Online Marketing Director,
98toGo
@marketingguyatl
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Myth #8
Keywords need to be an exact match.
Keywords do not need to be repeated verbatim throughout a
piece of content. In a headline, in particular, you want to use a
keyword (or keywords) in a way that makes the most sense to
your audience. The goal should be to write a stellar headline
(somewhere between 4-9 words) that clearly explains what a
piece of content is about.
Don't waste your time trying to find the
perfect couple of keywords to use on
your site over and over. First of all,
Google hates it when you overoptimize for machines. Secondly,
searches will use a vast mix of words
and phrases to find what they're
looking for. The content on your site
should be varied enough to meet that
search criteria while still sticking to
one overarching theme.
Nothing is more of a buzzkill than having a headline that’s
awkwardly framed around one keyword phrase or, worse, that
forcibly repeats a keyword phrase.
This rule applies not only to headlines, but also the content on
the page: the goal should be to inform the reader, not to inform
the search engines.
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Sam Lowe
Marketing Assistant,
Weidert Group
@I_am_SamLowe
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Myth #9
There’s an ideal keyword density for my page.
The truth is there is no magic number for keyword density. This
myth is like a pesky, little cockroach that keeps coming back to
life, no matter how many times you swat it. So, for everyone who
still clings to this one: There is no ideal number of times that
you should repeat a keyword on a page.
Having said that, you should have your keyword(s) included in
your page title -- how else will people know what your page is
about? The keyword (or a variation of it) should also be included
in a headline on the page, ideally in the URL, and at least once
throughout the content.
Again, the goal is to make your content clear and meet the
expectations of the searcher -- that’s why they clicked through
to your page, so don’t assault them with over-optimized content.
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Customer Corner
If you’re using HubSpot, the Page
Performance report will give you everything
you need to know about the search engine
optimization of a given page. You’ll get a
diagnosis for each page, blog post, or
landing page on your site, which will point
out where you have major optimization
issues or minor fixes that need to be made.
The Page Performance report will also
show you how many keywords you’ve
included in your page and how many other
sites are linking back to your content. You
can sort to see what type of content does
best for SEO.
Click here to learn more
about our SEO tools.
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Myth #10
The H1 is the most important on-page element.
Think of the content structure on your webpage as an outline.
It’s a tiered approach to presenting information to users and
search engines. What title tag your headline is wrapped in has
little to no influence on your overall SEO -- that title tag (whether
it’s an H1, H2, H3, etc.) is only used for styling purposes.
The H1 is part of your CSS (custom style sheet) that a designer
puts together to reference what font styling and size will be
applied to a particular piece of content. This used to be more
important, but search engines are smarter these days, and -unfortunately -- people spammed this to death.
So, it really doesn’t matter what header tag you use, as long as
you present your most important concepts upfront and closer to
the top of the page. Remember, you’re optimizing your page for
users first and foremost, which means that you want to tell them
ASAP what your page is about through a clear headline.
13
If you’re going through a library, you
look at the book titles to find the best
information for your needs. That is what
the H1 -- along with meta descriptions
and title tags -- do for readers and
search engines. In order to bring in
visitors, you need the search engine to
identify your page as relevant, yet a
formulaic title and content will seem
disingenuous. Create titles that make
sense to both entities, and, for heaven’s
sake, only use one H1 per page.
Grady Neff
Content Strategist,
Digital Relevance
@graydonski
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Myth #11
My homepage needs a lot of content.
Have you ever come across a homepage littered with copy? Or,
on the opposite spectrum, a homepage with barely any content
at all? Think of your homepage as the gateway to your business.
Visualize it! This is your chance to make a first impression and
convey what you’re all about. Maybe your value proposition is
simplicity -- in that case, just a single login makes sense
(especially if your name is Dropbox).
For most marketers, however, there is a need for a bit more
content and context than that. Your homepage content should
be long enough to clarify who you are, what you do, where
you’re located (if you’re local), your value proposition, and what
visitors should do next. These visitors should leave satisfied, not
overwhelmed or underwhelmed -- and certainly not confused.
14
This is total nonsense. Your homepage is the H1 of your website. Make it
about your customers. Communicate
with them and tell your story. Why are
they here and what can they find?
Keep it simple and don't overthink the
SEO. Keep it simple and drive home
the message -- what value do you
provide to the visitor?
John McTigue
EVP & Co-Owner,
Kuno Creative
@jmctigue
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Myth #12
The more pages I have, the better.
Logically, you would think that the larger the footprint of your
website, the better you would do -- but it’s simply not true.
First, not everything you publish gets indexed (and rightfully so).
Second, sometimes, pages get indexed, but don’t remain in the
index. And third, just because you have pages indexed doesn’t
mean they will drive qualified traffic and leads.
Unfortunately, those who strive to have lots of pages on their
website also tend to overlook the quality of that content -- and
realistically, it’s difficult to strive for both. The aim should be to
publish what is most relevant. Have your content be at its best.
15
While the number of pages you have
increases your chances of showing up
for various searches, the rules of
quality content on a properly built site
with quality inbound links still apply.
Jeff Ferguson
CEO,
Fang Digital Marketing
@FangDigital
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Myth #13
For local SEO, I only need to list my company’s
city, state, and/or country on my pages.
Alright, this is kind of a half-myth. You definitely need your city,
state, and/or country on your pages if you’re a geo-targeted
business. However, if you’re a U.S. business that’s only targeting
U.S. cities, for instance, you don’t need “U.S.” on your pages.
Search engines know where users are located, and they make
an effort to more prominently show results that are specific to
their location.
With that said, title tags, links, reviews, on-page citations, and
social media (particularly Google+ Local) should all still clearly
state where you are located and be included as part of your
local SEO.
16
Consistent citations are so important for
local SEO. Having one address on the
web spelling out "Road" and the same
address on another page on the web
abbreviating to "Rd." signifies to the
search engines two different addresses.
We use a service called Yext to help
achieve citation consistency across the
web for ourselves and many of our
clients. Check how your own address is
registered across the web here.
Matthew Lee
Director of Marketing,
Adhere Creative
@AdhereCreative
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Myth #14
Microsites and other domains I own that link or
redirect back to my site will help my SEO.
The chances of this doing much for your SEO are slim to none.
It’s like having an election in which you vote for yourself a
thousand times -- that still counts as one vote.
Search engines are smart enough to know who the registrants
are for a domain and can see if it’s the same person as your
primary domain. (Note: If you are reading this and thinking, “Well,
then I’ll just change my registration information,” you are clearly
thinking like a spammer. Don’t be that person!)
There is not much value in spreading your SEO thin, which is
what you do by setting up domain after domain and optimizing
each rather than putting all of that love into your primary domain.
Why not just add the content to your primary domain or build a
tool as an add-on to your website?
17
Microsites can have a valid reason for
existence when they serve a specific
marketing goal. As a link-building
strategy, it’s just not a viable long-term
business strategy; it’s churn & burn,
something you do not want to do with
your company site. Instead, focus on
understanding your customers’ needs
and creating content that helps satisfy
those needs.
David Demoe
Sr. Marketing Manger,
Search Engine People
@senginepeople
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Myth #15
Google will never know if I have bad sites
linking to me.
Yes, they will!
Just like Santa Claus knows if you’ve been good or bad. Just
like the Tooth Fairy knows when you’ve lost a tooth. Just like
your parents can sense when you’ve missed your curfew.
The point is Google knows (everything). Don’t try to fool them -especially post-Panda, -Penguin, and -Hummingbird, or you will
be sent to your room (well, in this case, penalized).
As people tried to take more shortcuts,
the quality of search results became
poorer and SEO developed reputation
problems that it still needs to
overcome. Remember that you can be
penalized if you’ve been exchanging
too many links with clients, as it can be
seen as a manipulation attempt.
Jaymie Scotto Cutaia
CEO & Founder,
Jaymie Scotto & Associates
@jscotto
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Myth #16
SEO is not a usability issue.
SEO has evolved from simply getting found to improving how
users engage with your content. SEO is so much more than
optimizing for search engines. You need to optimize for users
first and foremost, so they actually click through your listing to
your website and -- once they click through -- stay there.
SEO is needed, that’s a fact. But don't
optimize content for search engines
only, it makes content hard to digest
(because, clearly, I'm not a search
engine). Speak Human. Humans first,
search engines second.
To keep visitors on your site, ensure you’re publishing content
that’s personalized and relevant. You should also make sure
your website is intuitive and easy to browse (in other words,
accessible by both crawlers and users).
Also, don’t make visitors look for what they need. Provide clear
calls-to-action, and you’ll convert those visitors into contacts,
leads, and -- eventually -- customers.
“Search experience optimization” is what SEO should really
stand for.
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Kelly Kranz
Content Manager,
OverGo Studio
@OverGoStudio
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Myth #17
SEO and inbound marketing don’t mix.
Au contraire, inbound marketing and SEO are inexorably linked.
If you think of the former as a giant wheel, you can think of the
latter as a spoke on that wheel.
Inbound is a holistic philosophy that focuses on efficiently
turning strangers into people who want to -- and should -- do
business with you. This encompasses a wide array of tactics and
best practices, including content creation, conversion
optimization, and leveraging social channels, among other
facets.
SEO, in comparison, is a specific marketing tactic that focuses on
improving a business’s visibility in -- and traffic from -- search
engine results. Clearly, SEO can help you immensely with your
inbound marketing. When we think about the four stages of the
inbound methodology -- Attract, Convert, Close, and Delight -SEO is especially relevant when it comes to that first stage:
attracting the right people to your site.
20
I don't think about SEO. I think about
search engines as one of many
opportunities I have to reach
customers. It's inbound because they
find you based on searching for
solutions to their problems. It's highvalue because they are searching for
solutions, not just browsing for fun. I
think about integrating all facets of
inbound to make it as easy as possible
for customers to find us. Then I get to
work creating the content and dialogue
that’s needed to solve their problems.
John McTigue
EVP & Co-Owner,
Kuno Creative
@jmctigue
22. CONCLUSION
Now that you know what the common SEO myths are, what are
you doing that isn’t moving the needle? Or worse, what are you
doing that’s making your SEO efforts worse? Understanding
these SEO truths will make you both more effective and more
efficient with your organic search strategy.
If you can take one thing away from this guide, it’s this: More
than anything else, SEO is about the overall experience for a
searcher, and that experience starts the moment they enter a
search query. The better their experience with you -- from your
SERP listing, to the quality and relevancy of the content on your
site, to the ease with which they can move through your site -the better your SEO will be, too.
21
23. Thanks for Reading!
Want to learn more about SEO? Download our free guide & worksheet below:
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